Seagram, the international wine and spirits company, has been
talking to media networks about appointing a pan-European media shop to
work across its drinks brands.
Richard Shaw, the vice-president of marketing and communications at
Seagram, has talked to a number of agencies about a pitch. Seagram has a
large roster of global agencies which includes New PHD and Manning
Gottlieb Media in the UK, MediaCom in the US and MindShare in Asia. It
is unclear whether Seagram has approached agencies outside its
Sources suggest that this discussion could pave the way for a
centralisation of the company’s media planning and buying
Shaw said: ’We are considering the potential of hiring one media
planning and buying agency as a partner. We would still do planning and
buying country by country.’
He added that if plans for a pan-European agency were to go ahead, it
would be several months before a pitch would take place.
Seagram recently appointed TBWA Worldwide to work on its pounds 30
million Martell Cognac global creative account, following a pitch
against Grey and Ogilvy & Mather. O&M was the incumbent agency on the
account. The new campaign will break by the middle of this year.
The Martell review and the decision to look for a pan-European media
shop have been prompted by Joe Tripodi, Seagram’s chief marketing
officer, who is looking at economies of scale and areas for brand growth
within the drinks group.
Seagram’s brands include Absolut Vodka, Glenlivet, Martell, Morgan’s
Spiced Rum, Perrier Jouet, Chivas Regal, Mumm Cordon Rouge, Cuvee Napa
and Sandeman Sherries.